SWOT: EXPANSION TEAMS SEES BETTER BUDGETS ON THE HORIZON

Alex Moulton
Creative Director
Expansion Team
New York
www.expansionteam.org

STRENGTHS: “The greatest strength of Expansion Team continues to be our
authentic approach to music production — using top artists,
songwriters, producers, bands and DJs to make music that truly speaks
to the right audience.

“The greatest strength of our industry is our collective desire to be
more creative with each passing day, no matter what the circumstances.
2009 really proved that creativity doesn’t have to suffer when budgets
drop. I think 2010 will bring better budgets and allow a return to some
of the more elaborate creative ideas that were limited this year.”

WEAKNESSES: “Our greatest weakness at Expansion Team is that we care
too much. It hurts to pitch new business and not win. Thankfully our
win rate is high. The industry’s greatest weakness is that, as a whole,
it follows pop culture instead of leading it. Of course there are
exceptions, but I would love to see our industry create more trends
instead of chasing them.”

OPORTUNITIES: “[The opportunity for us] is increased exposure. We’re
the best-kept secret of many agency producers, but I expect this year
the secret will be out. The opportunity for the industry will be to
push the boundaries of what’s possible by tying in new technology to
traditional print and TV campaigns. I think we’re just at the beginning
of being able to deliver better content and messaging to consumers in a
more personal way.”

THREATS: “The greatest threat to Expansion Team would be a slow
recovery for the US economy, and I think this is a universal truth for
for all vendors, small and large.

“The greatest threat for the industry in 2010 will be a shift in
consumer’s attention from TV to other less quantifiable media. Although
I think this is also the greatest opportunity for new creative.”

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